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Why do manufacturers carry multiple brand names of the same product?

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Old one

RVF Regular
Joined
Apr 13, 2026
Messages
52
Location
Altamonte Springs, Fl
Fulltimer
No
I asked the internet the difference between a Tor Axis and A C E. The result is they are the same except for some exterior things, NOT making a difference in usage or driving. Why do they do this?

I was employed at a company that imported consumer goods. We had them manufactured offshore and some sold under our name, or private labeled. I asked why, and products with very Minor differences. was answered by the Sales and Marketing V P.

If you go into different stores in the appliance areas., you will see G.E./ Hotpoint; RCA/Kenmore/Whirlpool names. Sometimes, by contract, an "area" is named, so they can sell the other brand name to a competitor. Sometimes, the big brand buys out a smaller brand and the contract states keeping the smaller brand name alive. Sometimes, both brands have a following....
The different is marketing, not the product.
 
Axis and Vegas are the same, but ACE is not.

They use multiple names so dealers do not compete with each other.
Same principle as cars, TVs, etc.
 

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